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Case Study
The Brief
Build a brand initiative that drives loyalty & recruits new VW California drivers over time.
The Insight
VW California is the most liberating way to travel, but restrictions on, and fines for, spending the night outside official camping sites, are limiting and preventing owners from experiencing the product as it was intended.
The Creative Solution
VW California
Visit the Road
Now in its third year, VW California Visit the Road sets out to enable greater experiences on the road.
From exclusive overnight stays in some of the most beautiful locations in the country, to an interactive map filled with hidden gems curated by the van community, for the community.
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California Stays
A nationwide initiative in partnership with landowners
Unique, overnight stays in some of the most breathtaking parts of the country.
All California Stays are bookable for free on the website and on major holiday booking sites like
AirBnB & Booking.com and made available to anyone with a VW California - owned, rented, or borrowed.
118%
153%
+314%
SOLD OUT
Visit the Road is a long-term loyalty initiative sprung from the belief that the best recruitment strategy adds value to the core product. And the results speak for themselves.
By solving a real consumer pain point and cementing VW California as the ultimate symbol for freedom, Visit the Road has earned a place in the hearts of both loyal fans and VW California dreamers.
Results
Within 24h
3 years in a row
Website Visits
Sales Increase
Price list Downloads
Campaign Films
The initiative was supported by brand films bringing to life the freedom of waking up to a new, magical view every day, and the limitless opportunities of VW California.
Earned Media
"A hotel room on four wheels"
"Analog vacation at its best"
"The perfect holiday location this year"
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